What Is Quality Score?
Quality Score is Google Ads' 1-10 rating of the overall quality and relevance of your keywords, ads, and landing pages. It's calculated from three components: expected click-through rate, ad relevance, and landing page experience. A higher Quality Score means you pay less per click and earn better ad positions in the auction.
Why Quality Score Matters
Quality Score directly impacts your cost per click and ad rank. A keyword with a Quality Score of 8 might cost $2 per click, while the same keyword with a Quality Score of 4 could cost $4 or more. Over thousands of clicks per month, this compounds into massive budget differences. Improving Quality Score is one of the highest-ROI activities for any Google Ads advertiser.
How Adaptly Relates to Quality Score
Landing page experience is one-third of your Quality Score, and it's the component you have the most direct control over. Adaptly improves it by ensuring every visitor sees content that matches their search query, reducing bounce rates and increasing engagement. When Google sees that users consistently find your landing page relevant, your landing page experience rating improves, boosting your overall Quality Score.
Quality Score in Practice
Your keyword "email marketing automation" has a Quality Score of 5 with a "Below Average" landing page experience. Your landing page has a generic headline about "marketing tools." After enabling Adaptly, visitors searching for "email marketing automation" see a headline and body copy specifically about email automation features. Bounce rate drops from 65% to 40%, and within 2-4 weeks your Quality Score improves to 7-8, reducing your CPC by 20-30%.
Frequently Asked Questions
How is Quality Score calculated?
Quality Score combines three components: expected click-through rate (how likely your ad is to be clicked), ad relevance (how closely your ad matches the search intent), and landing page experience (how relevant and useful your landing page is). Each component is rated Above Average, Average, or Below Average. The combined score ranges from 1 to 10.
What is a good Quality Score?
A Quality Score of 7 or higher is considered good. Scores of 8-10 are excellent and significantly reduce your costs. Brand keywords often score 8-10 naturally. Competitive non-brand keywords typically score 5-7. Improving landing page experience is usually the fastest way to push them higher.
How quickly does Quality Score update?
Quality Score updates are not instant. Google needs sufficient impression and click data to re-evaluate, which typically takes days to weeks depending on your traffic volume. Making landing page improvements today may take 1-4 weeks to fully reflect in your Quality Score.
Put Quality Score Into Practice — Automatically
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